Concrete details make great invitation leads When I teach the feature-style story structure, communicators nod. It seems reasonable that readers would prefer concrete, creative stories to a hierarchical blurtation of facts. BUT — and as Pee-Wee Herman said, there's always a big but — they wonder, is the feature-style story structure for everything? Even … [Read more...] about Features work for emails too
In B2B emails, longer subject lines work better You've read it again and again: Subject lines of 50 characters or less outperform longer ones. Turns out that may be wrong, at least for business-to-business emails. Or so says Adestra, a U.K.-based email service provider. It recently analyzed a random sample of more than 1 billion emails to learn what works — and … [Read more...] about Length matters
Which words to use — and avoid — from Adestra's analysis Is this the world's best subject line: Alert: Free delivery, 50% off daily? And is this the world's worst: Fw: Register for our Webinar and report? Probably not. But the words we use matter, and the words we use in subject lines matter a lot. Enter Adestra, a U.K.-based email service provider. It … [Read more...] about Keywords for killer subject lines
Make your e-zine interesting, relevant, easy What's the secret to a successful e-zine? Make 'em laugh; make 'em think; make 'em Skimm. In other words, make it interesting, relevant and easy. That's the formula e-zine the Skimm uses. You can steal a trick from the Skimm and produce an e-zine that's: Interesting The Skimm makes the news fun to read, from the … [Read more...] about Skimm this!